Tires are sold, not bought?

So says John Healy research analyst with Northcoast Research Holdings LLC. In Modern Tire Dealer’s article by Mike Manges ‘Full Speed Ahead’ Healy talks about what tire dealers can expect to see in 2020. One point stood out for me. Healy said, “Currently, we estimate 42% of tire buyers do research online for tires before purchasing, but only 7% of tire purchases are done over the web. We see this as a function of tires being sold and not bought — meaning the counter rep at the dealer’s location has a huge influence on the buying decision. Customers are still getting comfortable with the idea of buying tires online (or not! JS) and having them installed at a physical location.” There you have it. Again.  Only 7% of tires are sold online.  You’d think it was 70% for all the fussing that is made over the subject. But it’s really all about you and what you know and are comfortable recommending. No one has come up with a replacement for YOU. To see the article click HERE .
Mitchell 1 Auto Repair Shop Software

If you’re using this point of sale software in your shop, we have good news. You can now integrate with good old K&W Tire’s system. You can look up tires, get pricing, check inventory, build quotes, and even pull the trigger on an order, all without leaving your happy home in Mitchell 1. Just email me back and we’ll get you all hooked up.  

Where it's all about you

Our Brandy Seyfert and her K&W Dealer Support Services team had a big year in 2019. They completed 1,109 projects for 217 of our dealers. Those jobs included banners, custom brochures, business cards, signs, flags, and my favorite - new logos! Call or email Brandy at to get your new year off on the right foot. See some shop logos by clicking HERE.
The customer experience

Wanna read a really good article? One that tells you how to make more money? I’ve been saving this one in a file since 2018. It’s another on the Customer Experience. Steve Ferrante wrote it for Tire Review. Spoiler: If you provide a superior customer experience you can charge more than your competitors. Here’s a quote: “According to leading market research firm Harris Interactive, 86% of consumers will pay more for a product or service if it was delivered with a better customer experience.” But do read the article. He talks about building and selling value and what really matters to you business. Read it by clicking HERE
Are you ready for some 'polo'?

It’s almost that time of year. Your pony is groomed, you’ve soaped your saddle, now what to wear? You polo players are in luck! Cooper Tire has your back covered. Literally. All you gotta do is complete the online EnduraMax course during the month of February and they’ll mail you a ‘polo’ shirt. Now you’ll be primed to get out on the pitch and stomp those divots in style. 

Medallion sign-up bonus

If you have not signed up for Cooper’s Medallion associate dealer program yet, do it between now and the end of March and get an extra bonus worth $250 to $1,500. Hit a level and get paid. It’s that easy. Medallion dealers earn double payouts on CS5, SRX, and AT3 in February. On the Medallion program half your purchases are allowed to be entry level Starfires. They’re only asking for 75 tires per quarter. It’s too simple. Jump in! Full details HERE
Thank you for your continued support!

Jeff Short
VP of Sales